This study aims to investigate the factors influencing consumers’ cognitive attitude towards the brands of products during their consumption willingness, behaviors and choices. Taking pork brands as an example, this study conducts a questionnaire by using a random sampling method in 165 farmers’ meat markets and 54 supermarkets in Tianhe District, Yuexiu District, Liwan District, the representative districts in Guangzhou city in China, and obtains 1,050 valid observations of the pork consumers. The empirical results via a logit regression show that the factors significantly enhance consumers’ brand cognitive attitude include younger age; lower perception of product safety; less cognition of green food, frailer awareness of fresh, cold, and frozen meats, as well as weaker ability to identify a specific product. Also, stronger consumers’ brand attitude results from larger amount of money spent in a single purchase, stronger cognition of nuisance-free food, and higher identification of different types of pork meats.

Giving full play to the interaction of multi-dimensional environmental regulation is an important method to accelerate the green transformation of manufacturing enterprises which is a significant way to achieve carbon peaking and carbon neutrality goals. Based on the theory of evolution game, a green transformation strategy evolution game model participated by the government, consumers, and manufacturing enterprises has been constructed. Stability research is conducted based on the behavioral mode of the three parties participating subjects and the paper uses MATLAB for numerical simulation to analyze the impact of environmental regulations of different dimensions on the green transformation of enterprises. The research shows that: (1) When the government adopts a single environmental regulation of carbon emission right transaction or green consumption subsidy, it will not affect the choice of green transformation strategies of the enterprise. (2) When the government adopts a single environmental regulation of environmental protection tax, it only promotes enterprises to choose green transformation strategies under limited conditions. (3) Under the multi-dimensional environmental regulations of the government, by affecting the cost and income of enterprise green technology innovation, consumers’ green consumption behavior, and the manufacturing enterprises choose green transformation as a stable strategy. Therefore, the government should give full play to the role of multi-dimensional environmental regulations in promoting consumers' green consumption and enterprises’ green technology innovation to accelerate the green transformation of manufacturing enterprises.